Expedia says it's ready to extend its MICE service to English-speaking countries following its launch of MeetingMarket portal in Germany last year.
The meetings and events booking technology was launched in Germany with Best Western as a partner and more recently, Expedia signed a deal to power the online meetings and events booking website for NH Hotels.
Felix Undeutsch, head of MICE & groups at Expedia says the white-label MICE technology will roll out to English-speaking markets with a focus on powering the meeting and events websites for brands.
Although the marketplace model will continue to operate, Undeutsch says the bigger focus is powering sites because Expedia feels it is solving more of the internal issues for hotel brands via its software.
The strategy plays into Expedia's wider strategy to extend its technology prowess to third parties.
Expedia is in discussions with further partners for the technology, which was devised back in 2014 after an offsite meeting for more than 20 people was difficult to organise.
Undeutsch says group travel is one of the last frontiers to crack in the industry with no "comparable" solution out there given Expedia's connectivity with partners.
Some of the startups exploring the MICE sector might disagree.